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2010-2011 Insights Book

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2010-2011 Insights Book 2010–2011 Data and Intelligence to Make Better Business Decisions in 2012 Insights Insights 2010–2011 About Strategic Insights The Strategic Insights and Analytics department at Jumpstart Automotive Group provides automotive industry data analysis and market intelligence. Audience behaviors and campaign data are used to understand the automotive shopping process on third-party websites and how advertising influences consumer shopping and interest. Outside of standard audience trending reports, Insights produces case studies and industry white papers to better inform marketing decisions and share best practices among agencies and automotive clients. In 2011, Jumpstart launched True Market Impact™ (TMI), a proprietary metric that helps advertisers better understand audience and product perceptions. TMI helps prove advertiser performance by measuring consideration, brand engagement, competitive share of market, market demand and purchase intent together. By utilizing this game-changing method, Jumpstart helps advertisers understand their audience and product perceptions to create more precise marketing solutions. Table of Contents Section 1: Digital Audience Section 3: Automotive Marketing Insights 1.1 Who is Shopping on Jumpstart Sites? 6 3.1 Highlights of Super Bowl 2010 44 Automotive Advertising ROI 1.2 Jumpstart Sites vs. Top Automotive 7 Resource Competitors 3.2 Super Bowl 2011 Advertising Generates 46 Strong ROI for Chevrolet, Mini, Kia and Volkswagen 1.3 In-Market Audience Trends 11 on Jumpstart Sites 3.3 Small Car Shopping Growth: 48 Pent-up Demand or Just Window Shopping? 3.4 Facebook Proves Highly Effective 56 Section 2: Case Studies and White Papers Outlet in the Ford Explorer Launch 2.1 Impact Regional Purchase Intent: 22 3.5 Car and Driver Launches Luxury Vehicle Advisor 58 In-Market Digital Media Significantly Shifts Local and Regional Purchase Intent 3.6 2011 Audience Shopping and Research 60 Trends Compared to Automotive Industry 2.2 Subaru’s In-Market Success Story: 30 Sales, Continued Growth Expected in 2012 Subaru Leaps Ahead in Consideration Among Competitors Through Sponsorship on Jumpstart Sites Section 1: Digital Audience 1.1 Who is Shopping on Jumpstart Sites? ? • 65 percent of Jumpstart shoppers are between the ages of 36 • 36 percent also use forums or communities as part of their and 64 with a 51/46 percent male/female split, 3 percent who automotive research process, with 21 percent stating preferred not to answer. frequent or very frequent use and 45 percent stating rare or occasional use. • 47 percent use dealership websites, with nearly 45 percent 58% of consumers on stating frequent or very frequent use. • When looking at CarandDriver.com and RoadandTrack.com, Jumpstart sites are nine in ten panelists agree they consider themselves enthusiasts and people often ask their advice when it comes researching the purchase to cars1. of a new/used vehicle, with • 63 percent of shoppers agree that price is a primary concern when purchasing a new vehicle. 35% expecting to purchase • Nearly 60 percent of shoppers agree that they usually stick to in the next two months a brand that they trust. • 68 percent state that they always have the latest tech gadgets, and nearly 60% looking showing high composition of early adopters. to purchase in the next • The majority of shoppers (66 percent) do not do their own automotive repairs, however nearly 60 percent state that they six months. enjoy other home DIY projects. • 35 percent of shoppers anticipate a purchase price between $15,000 to 25,000, while 19 percent expect to pay a 33% of shoppers either minimum of $25,000. completely or somewhat • 36 percent of shoppers are utilizing two to three automotive resource websites in their purchase process, while nearly 58 agreed that people come percent use between two to six sites. to them for automotive • 46 percent are using manufacturer websites and of those, 17 percent state that they use them very frequently and 30 advice, showing a percent frequently. • 32 percent of shoppers are now using automotive blogs in significant audience their research process, with only 16 percent stating frequent of influencers. or very frequent use and 43 percent stating rare or occasional use. • 67 percent of CarandDriver.com reader panelists and 74 percent of RoadandTrack.com reader panelists have stated Source: Jumpstart’s Audience Profile Survey, November 2010, except where noted that they enjoy working on their cars2. 1. Car and Driver, Road & Track Online Reader Panel Profiles, July 2010 2. Auto Aftermarket Survey, Car and Driver, Road & Track Online Reader Panel, October 2010 6 Jumpstart Automotive Group Insights 2010–2011 1.2 Jumpstart Sites vs. Top Automotive Resource Competitors1 FIGURE 1.2.1 JumpstartJUMPSTART Unique WEBSITES Visitors UNIQUE VISITOR TRAFFIC January 2010–December 2011 8,000 7,000 6,000 Jumpstart’s audience has increased 67% since 2009 5,000 4,000 3,000 UNIQUE VISITORS (000) 2,000 1,000 0 Jan Apr Jul Oct Jan Apr Jul Oct 2010 2011 Jumpstart’s audience has grown at an average monthly rate of 3% from 2010 to 2011 Source: comScore MediaMetrix, December 2011 Digital Audience 7 FIGURETOP 1.2.2 AUTOMOTIVE RESOURCE WEBSITES TopUNIQUE Automotive VISITOR Resource & MONTHL Websites Y PAGE VIEWS Average Monthly Unique Visitor January 2010–December 2011 14,000 ) 12,000 10,000 8,000 Y UNIQUE6,000 VISITORS (000 4,000 ERAGE MONTHL AV 2,000 0 SIM Yahoo! AOL Jumpstart MSN AutoTrader Kbb.com Edmunds.com Cars.com Automotive Autos Autos Automotive Autos 2010 2011 Source: comScore, December 2011 8 Jumpstart Automotive Group Insights 2010–2011 FIGURE 1.2.3 Percent of Cross-Visitation Among Top Automotive Resource Websites December 2011 TOTAL Jump- Media in Yahoo! AOL Auto- MSN SIM Ed- Audience start Kbb Cars Rows Autos Autos Trader Autos Auto munds (000) Auto Yahoo! Autos 12,148 100 13.4 16.7 20.0 10.7 16.1 19.6 17.5 20.1 AOL Autos 8,100 8.9 100 10.1 14.5 8.0 11.8 13.8 12.2 14.4 AutoTrader 7,608 10.4 9.5 100 25.0 10.7 17.2 23.5 27.5 31.6 Jumpstart Automotive 7,599 12.5 13.6 24.9 100 13.7 28.6 29.3 24.9 28.0 MSN Autos 6,212 5.5 6.2 8.7 11.2 100 7.2 9.6 7.4 6.8 SIM Automotive 5,758 7.6 8.4 13.0 21.6 6.6 100 22.6 15.1 18.5 Edmunds. com 5,159 8.3 8.8 15.9 19.9 8.0 20.2 100 26.1 24.5 Kbb.com 4,834 7.0 7.3 17.4 15.8 5.8 12.7 24.5 100 24.1 Cars.com 4,683 7.8 8.3 19.5 17.3 6.4 15.1 22.3 23.3 100 Jumpstart audience shows high duplication with Source Interlink mainly due to enthusiast titles Car and Driver and Road & Track having similar audience to Motor Trend and Automobile. Source: comScore, December 2011 Digital Audience 9 FIGUREMOST 1.2.4 RESEARCHED VEHICLE CATEGORIES Share& SUB-CA of ShoppingTEGORIES ON JUMPSTART WEBSITES by Vehicle Categories January 2009–December 2011 40% 35% 30% 25% ART SHOPPERS 20% 15% 10% % SHARE OF JUMPST 5% 0% sedan SUV CUV sports car / compact / truck wagon alternative van convertible coupe fuel 2009 2010 2011 Source: Jumpstart Audience Analytics, January 2012 10 Jumpstart Automotive Group Insights 2010–2011 1.3 In-Market Audience Trends on Jumpstart Sites FIGURE 1.3.1 SHARE OF SHOPPING BY VEHICLE CATEGORIES Most Researched Vehicle Categories and Sub-Categories January 2010–December 2011 alternative fuel van 4% 3% wagon 4% truck 6% compact / sedan coupe 36% 7% sports car / convertible 9% CUV SUV 11% 20% Digital Audience 11 FIGURE 1.3.2 Top Sedans: Sedan Breakdown Share of Segment January 2009–December 2011 In 2010 the overall sedan segment across Jumpstart sites was down 7 percent in shopper interest compared to 2009 and Make Model 2009 2010 2011 down 10 percent from 2008. The overall segment leveled out in 2011, remaining flat compared to 2010. Honda Civic 8.2% 7.5% 7.7% Much of the loss from the sedan segment has moved over to Honda Accord 8.6% 7.7% 7.3% crossover utility vehicles (CUV), sports utility vehicles (SUV) and even a small portion to alternative fuel vehicles as many of the Ford Focus 4.5% 4.5% 6.4% most popular sedans offer a hybrid version. Toyota Camry 6.7% 6.3% 5.9% Some major contenders coming Chevrolet Impala 7.1% 6.1% 5.8% out of 2011 are the Hyundai Sonata Hyundai Elantra 2.6% 3.2% 4.7% and Elantra Hyundai Sonata 2.5% 4.1% 4.4% Nissan Altima 5.1% 5.1% 4.2% Among the top vehicles leading the standard segment are common high volume vehicles such as the Honda Accord, Ford Fusion 3.3% 2.9% 3.9% Honda Civic and Toyota Camry. Chevrolet’s long-standing Impala continues to be a contender, while its Malibu didn’t Mazda 3 3.2% 3.3% 3.7% make the list. Climbing up the list in 2011 were the Hyundai Sonata and Elantra. Sonata jumped 64 percent in share within the sedan segment from 2009 to 2010, jumping up seven spots in the rankings. Its growth from 2008 is even greater at 104 percent. Elantra saw 23 percent growth from 2009 to 2010 but saw even more significant growth in 2011, jumping 47 percent and claiming nearly 5 percent share of the category. Under the luxury sedan classification, BMW still holds an impressive lead with over 11 percent share of the segment with the 3-Series, creating the largest gap among top competitors in the category.
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